Special Report: Fundraising 101 Direct Mail

Rookie Mistake No. 4 — Failing to consider donor benefits
Benefits? In fundraising letters? Absolutely. While copywriters tend to think of benefits only in business-to-business or consumer promotions, the fact is that benefits motivate donors to give.

For fundraising, benefits range from simply feeling good about giving,
to thinking of oneself as a compassionate person, to helping make the
world a better place. For example, think about your nonprofit. How is it making an impact? How is it making a difference in people’s lives, local communities, the world? These are big benefits to donors that are powerful reasons to give.